Situation

32 homes starting at $1.4 million

The development hinged on 35% presales – a tall order given several challenges. A 40-story apartment next door would tower over the building and obscure views. There was uncertainty about future development of surrounding land. The sales center was inside the Giorgetti store, and tying the value of the furniture designer to the condo development was an unusual sell.

Strategy

We turned the fact that this was Giorgetti’s first condominium into a positive, touting the company’s panache for modern lifestyle and contemporary design. We promoted the exciting revitalization of the surrounding neighborhood – Houston’s increasingly upscale Upper Kirby District. We also enticed buyers with the chance to outfit their homes with stunning Giorgetti kitchens at prices well below retail.

Results

We achieved all sales goals on deadline and expect to break ground in early 2018. Based on this success, Giorgetti is now planning to enter other sophisticated markets, including Miami and London.